A new definition of luxury: how spa centres tailored to Muslim guests are changing the global wellness industry
At the beginning of March, Malaysia made a move that could have far-reaching consequences for the global wellness industry. In Berlin, on 4 March 2026, at the ITB Berlin trade fair, an agreement was signed between the Malaysian Islamic Tourism Centre and the Association of Malaysian Spas AMSPA, launching a structured programme of guidelines and training for spa and wellness services tailored to Muslim guests. The Malaysian authorities present this programme as the first systematically organised model of its kind on a global level, and its ambition is not only to respond to the needs of one rapidly growing market, but also to redefine the very idea of luxury in tourism. At the centre of this approach are not extravagance or spectacle, but privacy, safety, service reliability and cultural sensitivity. This is an important shift in a sector that for decades has mostly associated luxury with a universal, Western-centric standard of experience.
The guidelines being introduced by Malaysia do not mean abandoning the premium offer, but adapting it. According to the available information, this is a framework that includes employee training, a formal recognition system, the use of halal-certified or halal-compliant products, strengthened treatment privacy and standards that take into account the religious needs of guests. In practice, this means that wellness is no longer conceived as a space in which everyone must accept the same model of relaxation, but as a service that respects differences among guests. This is also the reason why this topic goes far beyond the niche of halal tourism: it opens the question of how the global luxury industry will adapt to the demand for inclusivity without losing exclusivity.
What exactly the Malaysian model envisages
According to data from the Islamic Tourism Centre, in its first phase the programme will cover 100 AMSPA members, and it was developed in cooperation with Universiti Sains Islam Malaysia. The international framework to which Malaysia refers is also important: the guidelines were aligned with the 2025 OIC/SMIIC standard for wellness spa services, which shows that this is not merely a local marketing initiative, but an attempt to standardise a segment that until now has largely been left to the individual interpretations of hotels, resorts and spa operators. The Malaysian model is also incorporated into the broader MFAR system, that is, the recognition system for Muslim-friendly tourism and hospitality services, which the state already uses for accommodation and tour operators.
The available recommendations and professional materials published by the Islamic Tourism Centre show that the concept of a “Muslim-friendly spa centre” is not reduced merely to a halal label. The emphasis is on several interconnected elements: the use of halal-certified cosmetic, massage and other products, ensuring separate spaces or treatments for men and women when necessary, engaging therapists of the same sex, dress rules that preserve modesty, and providing prayer space and basic conditions for fulfilling religious obligations. The professional recommendations also specifically mention ethical business practice, which includes service transparency and respect for the guest’s privacy. In this way, wellness ceases to be only a matter of aesthetics and comfort, and also becomes a matter of trust.
Such a model is especially interesting because many of its components are not important only to Muslim travellers. Private treatment rooms, the possibility of choosing a therapist, clear product declarations, discretion and a sense of safety have long been desired qualities in the luxury segment. The difference is that Malaysia is now trying to connect them into a coherent standard, instead of leaving them as merely an additional benefit of certain premium properties. That is precisely why this development could have a much broader effect than the promotional value brought by Visit Malaysia 2026, the campaign with which the project was also presented.
Why this is a market that no one can ignore anymore
The reason why more and more countries, hotel groups and wellness brands are dealing with Muslim-friendly services is not only identity-related or political, but very concretely economic. According to the Global Muslim Travel Index 2025 report, the number of international Muslim trips reached 176 million in 2024, which is a 25 percent increase compared with the previous year. The same report estimates that by 2030 the total number of such trips could reach 245 million, while total spending could grow to 230 billion US dollars. These are figures that the tourism and wellness sector cannot treat as a side specialisation.
Even more importantly, the expectations of this market are changing. According to the same report, Muslim travellers are increasingly seeking digitally supported, safe and purposeful journeys, and among the key trends highlighted is also the need for facilities that offer halal food, prayer amenities, and separate pools and spa areas when that matters to guests. Women are also in focus, namely the growing segment of modern Muslim female travellers who seek a safe, thoughtful and culturally sensitive environment, but without giving up a high level of comfort. This means that luxury is no longer valued only according to the size of the suite or the prestige of the location, but also according to the ability of a destination to provide the guest with a sense of respect for their beliefs.
Malaysia has an important starting advantage in this race. In the same index, it retained the leading position among Muslim-friendly destinations in the Organisation of Islamic Cooperation, ahead of a number of strong tourism competitors. This gives additional weight to its attempt to standardise the wellness sector: it does not come from a country that is only trying to enter halal tourism, but from a state that has been building a reputation in that segment for years and is now trying to expand it to a more sophisticated, premium part of the market.
From Kuala Lumpur to Dubai and London: luxury adapts, but does not give up prestige
Although Malaysia is now trying to be the first to offer a systematically defined framework, elements of such an approach are already visible in a number of leading wellness destinations. In Dubai, the luxury spa segment has long relied on private suites, hammam rituals, discreet treatments and spaces that can be reserved for individual or closed experiences. For example, some prestigious spa centres offer separate VIP areas, private treatment rooms, and even the possibility of the exclusive rental of the entire spa complex, which shows that the high-end market already recognises the value of privacy as an integral part of luxury. In London, meanwhile, some leading hotels emphasise private treatment rooms and separate steam or sauna areas for men and women, which may not have arisen exclusively because of the Muslim market, but in practice corresponds with the expectations of guests to whom discretion, modesty and control over the experience are important.
This is also the key to understanding the change that is taking place. The global wellness sector is not starting from zero; it already possesses many of the elements that Muslim guests seek. What is new is the effort for these elements not to be offered sporadically or informally, but to become part of a clear standard, recognisable and verifiable. This reduces uncertainty for guests who want to know in advance what kind of service they will receive, while at the same time opening space for stronger marketing to destinations and properties that can prove they have approached this audience seriously.
That is precisely why the term “Muslim-friendly spa” should not be interpreted as a rigid separation of one group of guests from others. It is much more precise to speak of a new layer of personalisation in the wellness industry. Just as hotels today offer gluten-free menus, anti-allergy rooms or special programmes for solo female travellers, so too is the spa industry increasingly entering a phase in which cultural and religious sensitivity becomes an integral part of the premium service. In that sense, Malaysia is trying to create a market-readable model from fragmented practices.
What changes for hotels, investors and spa operators
If such a model proves successful, the consequences will not remain limited to promotional campaigns. For hotels and spa operators, this means possible adaptations in the architecture of the space, product procurement, staff training and the way of communicating with guests. It is not the same whether you are selling a “luxury treatment” and a “luxury treatment in an environment that respects your privacy, choice of therapist and religious needs”. The second description implies a much higher level of operational precision. Credible information about product composition, clear protocols for the treatment schedule, the organisation of men’s and women’s time slots or spaces, and training employees to understand what the guest is actually asking for are required, while at the same time the service must not lose fluidity or the impression of unobtrusive elegance.
For investors, this is also a signal that the wellness market is specialising. For years there has been talk of medical wellness, longevity, biohacking and personalised nutrition, and now the segment of religiously and culturally aligned luxury is also being profiled more and more strongly. This does not mean that every hotel or resort will embark on formal certification, but it does mean that more and more brands will have to assess how much of their target audience expects exactly such an offer. In cities such as Dubai, Kuala Lumpur, Istanbul or London, where global capital, air hubs and diverse audiences meet, such an adaptation can also be a competitive advantage.
In addition, standardisation brings another important business benefit: it reduces communication risk. In tourism, reputation is often more sensitive than price. If a guest only discovers upon arrival that there is no adequate level of privacy at the property, that therapists are not of the same sex, or that the products do not have the necessary declarations, the damage is not only individual but also reputational. Clear guidelines and a formal framework help the industry avoid such situations and turn trust into measurable market value.
Is this a niche or the direction in which the entire wellness sector is heading
The question that now arises is whether Muslim-friendly spa centres will remain a separate, specialised segment or whether they will in the long term influence the entire industry. The answer probably lies between those two extremes. Not every spa centre in Europe, Asia or the Middle East will build the same model, nor will every destination have the same level of demand. But it is highly likely that standards of privacy, product transparency and cultural sensitivity will increasingly enter the wellness mainstream. It is already clear that the market rewards service providers who offer not only a treatment, but also a sense of safety, respect and control over personal space.
Malaysia’s move is therefore worth observing also as a test of the future of tourism. If the model succeeds, other countries could adopt similar guidelines or incorporate them into their own certification systems. If it does not succeed, it will remain an important attempt to redefine luxury from the perspective of guests who were long underestimated or reduced to a marginal category. But it is already clear that the wellness industry is changing. There is less and less room for the assumption that “universal luxury” suits everyone equally.
In that context, the news from Malaysia is not merely an interesting story from the tourism industry, but a sign of a broader change in global hospitality. Spa centres, hotels and destinations are no longer competing only with the beauty of interiors, spectacular views or the price of treatments. They are increasingly competing in their ability to provide the guest with an experience in which they feel seen, respected and safe. For Muslim travellers, this often means halal products, privacy and a culturally sensitive environment. For the wellness industry as a whole, this means that the luxury of the 21st century rests less and less on the demonstration of power, and more and more on a precisely designed sense of belonging.
Sources:- Islamic Tourism Centre Malaysia – announcement of the signing of the agreement in Berlin and the launch of the first structured programme of guidelines and training for the Muslim-Friendly spa and wellness sector (link)- Islamic Tourism Centre Malaysia – overview of best practices for Muslim-Friendly spa centres, including halal products, privacy, separate spaces and prayer facilities (link)- Mastercard-CrescentRating Global Muslim Travel Index 2025 – data on the growth of Muslim travel, spending and trends relevant to wellness and tourism (link)- SMIIC Standards Catalogue – list of standards of the Organisation of Islamic Cooperation, including the OIC/SMIIC 8:2025 standard for the classification of wellness spa services (link)- The Peninsula London – official description of the spa centre with an emphasis on private treatment rooms and separate steam and sauna areas for men and women (link)- Raffles The Palm Dubai – official description of the possibility of private rental of spa areas, treatment rooms and hammam facilities in Dubai’s luxury segment (link)
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